“Deep Throat”, “Sexual Healing”, “Sex Machine” are not the names of erotic films, but of best-selling cosmetics. But why are they so popular with women? The psychologist Olga Dolgopolova answers.
I’m sitting in front of my laptop watching a makeup tutorial from a popular YouTuber. A slender blond nymph straightens her blouse with hearts and begins the story: “First, I apply a shade of Garter Belt (“Garter Belt”) on the eyelid, and Virgin (“Virgin”) in the inner corner of the eye. In the crease of the eyelid I will blend Nooner (“Daytime sex”), and on the eyelashes I will apply my favorite mascara Better than Sex (“Better than sex”). From the outside it may sound shocking, but I’m not at all surprised. Orgasm blush (“Orgasm”) and Perversion mascara (“Perversion”) have long settled in my cosmetic bag, and without Good Girl Gone Bad fragrance (“Good Girl Gone Bad”), I don’t leave the house at all.
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There are more than a dozen products with similar provocative names on the cosmetic market. In preparing this material, I found at least 50 bold names for lipsticks, eye shadows and fragrances. And for some brands, this is part of the image, and incredibly successful. So what’s the secret?
“Firstly, sex always sells,” explains psychologist Olga Dolgopolova. – Remember the advertisement of one popular camera. Most of the frame is occupied by a luxurious blonde with magnificent breasts and long legs. But in the corner is a small camera. The same here. A product called “Sex Appeal” can attract a customer with just the name.”
By the way, this “sexy” name is from the assortment of the NARS brand. Created in 1994 by make-up artist and photographer François Nars, he quickly became associated with outrageous and seductive customers. And over the years of existence has never disappointed. What is the latest collaboration with photographer Steven Klein worth! The packages of eyeshadows, lipsticks and powders are decorated with provocative works by Klein – not a cosmetic product, but an art object for adults. There are more than 400 products in the assortment of the American brand, and not everyone has bold names. But here is the absolute bestseller of the brand – blush with the speaking name “Orgasm” turned out to be so successful that they got a “family”. Now NARS has a creamy highlighter, a multi-purpose lip and cheek treatment, a lip gloss, and Orgasm. Hunting for the legendary rose gold hue, loyal shoppers sometimes line up online.
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“The reason for the success of cosmetics with this name is the society where we all live,” explains Olga Dolgopolova. – The demographic situation is such that, alas, there are much fewer men. Therefore, every woman begins to treat herself as an object and literally tries to “sell herself at a higher price.” She wants to draw attention to herself. Buying blush and lipstick with erotic names, she not only acquires a tool to seduce a man, but also increases her self-confidence. Having painted lips with Orgasm gloss, a woman begins to feel desirable and sexy. And that means it will look the same.”
Another American brand boasting provocative names is Urban Decay, founded 20 years ago. But this brand has outrageousness in its blood – the name itself is translated as “urban decay”. In the history of the company from sunny California – such names as Bordello “(Bordel”), Sin (“Sin”), Quickie (“Quick Sex”) and others. But the absolute bestseller is the Naked eyeshadow palette. She, like the “orgasmic” blush, quickly acquired “relatives.” Now Naked is a complete line of products, from foundation to lip gloss. And the palette is not at all one – there are already six of them. On the day of the sale of the third, I personally stood in line for about an hour. Definitely not in pursuit of a sexy name, but rather for a sexy make-up that I can easily create with it.
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Go to the cosmetics and perfume department of the nearest shopping center and take a closer look at the names – these two brands are not the only ones that can boast shocking words on the packaging. Such brands as État Libre D’Orange, Too Faced, By Kilian and MAC have them in their portfolio. Moreover, the degree of provocation varies. From the almost innocent Voulez-vous coucher avec moi (“Would you like to sleep with me”) to the more daring Spank me (“Spank me”).
But if sex sells and these products are so successful, does that mean generically named cosmetics don’t stand a chance? Quite the contrary, Olga Dolgopolova is sure. “When a woman is happy, when she is loved and all her vital needs are satisfied, she does not need shocking and open sexuality,” explains the psychologist. – She wants to place other accents in life, looking for other ways for self-expression. And she will buy cosmetics only in order to shade her beauty. And here she wants something incredibly aesthetic and sophisticated.”
I can’t help but agree. The longer I’m in a relationship, the more often I take out Amazing Grace lipstick (“Capturing gracefulness”) and The Uptown Girl eyeshadow (“Girl from high society”) from my cosmetic bag. But I don’t take away sexual remedies either. I leave them for evenings when I want to look and feel especially irresistible.